1. The proprietary words which labels a brand’s category.

1. The support of one brand by another.

1. A variation of an existing brand, typically offering a somewhat different benefit or targeting a somewhat different audience.

1. The core appeal of a brand.

Example | Illustration:

• The brand essence of Volvo is safety.

1. The space in which a brand is featured.

Example | Illustration

• A fitting name.

Etymology | Origin

Compare | See

1. A place name which is pronounced or spelled very differently in its language of origination.

Example | Illustation

• The Italian city of Firenze is typically referred to in English as Florence.

1. Any brand name consisting of a complete exclamation designed to express an emotional reaction to the product and invariably marked with an exclamation point.

Example | Illustration

• Gee, Your Hair Smells Terrific! shampoo
• I Can’t Believe It’s Not Butter! margarine

Etymology | Origin

1. A smooth, mellifluous sound effect, irrespective of meaning.

Example | Illustration

• to most English speakers, the name Charmin is pleasant to the ear, regardless of its meaning

Etymology | Origin

• French euphonie < Late Latin euphonia < Greek euphonia < euphonos ‘sweet-voiced’ < eu- ‘good, well’ + phone ‘sound’

Compare | See

• dissonance

1. Any inoffensive substitute for a term considered offensive or inappropriate.

Example | Illustration

• Cottonelle UltraSoft Double Roll bathroom tissue is a lengthy euphemism for toilet paper

Etymology | Origin

• Greek eu ‘good’ + pheme ‘speech’